SBK Coaching · Forge 1:1 · Built for Dads

You're Not
Undisciplined.
Every Plan You've
Ever Tried Was Built
For Someone Else's Life.

For dads who are done with the cycle of starting over, falling off and telling themselves Monday will be different. You already know what needs to change. The only question is whether you act on it today - or come back to this page in six months having lost another six months.

£147

per month · cancel anytime · no lock-in

Start Now — £147/mo

12-week results guarantee · No lock-in · Cancel anytime

Not sure yet? Book a free 30-min call →

What It Is

The coaching that replaces
the restart cycle for good.

You know that pattern. You get going. It works. Then something happens. Work gets mad, life gets complicated, motivation disappears. The whole thing falls apart again. You tell yourself you'll restart Monday. Then the Monday after that.

Forge exists to end that cycle. Not by making you more disciplined. By building a system around you that holds even when everything else is chaotic.

A clear structure every week so you're never guessing
Accountability that catches the drift before it becomes a derailment
Progress that compounds over months, not just weeks
A plan that adapts when life changes, not one that breaks
A start line with your name on it from day one

What You Leave Behind

Gone the moment
the system holds.

No perfect week required. No restarting from scratch. These are the things that disappear.

✕
The Monday reset cycleStarting over every week because the last one fell apart.
✕
All-or-nothing thinkingOne bad day turning into a full write-off.
✕
Plans that break on contactDesigned for perfect conditions that don't exist in your life.
✕
Relying on motivationWaiting to feel ready. Waiting for the right week. Waiting for Monday.
✕
Progress that disappearsLosing the same weight three times because nothing ever sticks.

How It Works

A rhythm that replaces
willpower with structure.

The reason most dads struggle isn't discipline - it's the absence of a reliable weekly structure. Three touchpoints every week means nothing drifts, nothing gets missed, and hard weeks don't become derailments.

MONDAY

Monday Momentum

Intentions set.
Week started right.

Every Monday we set our intentions for the week, share them with the community and commit. You know exactly what you're working towards. No guessing, no decision fatigue, no making it up as you go.

WED

Wednesday Wins

Wins Shared.
Momentum Built.

Wednesday Wins is where the community is sharing progress, celebrating each other's efforts, and keeping the energy high when the week gets hard. One win shared lifts the whole group. That momentum compounds.

FRIDAY

Friday Focus

Weekend planned.
Nothing left to chance.

Friday we set the weekend game plan with community accountability. Events, meals out, social plans - handled with a strategy. You go into the weekend with a fresh plan.The weekend stops undoing the week.

What's Included

Everything inside
Forge. Laid out plainly.

£147 a month. Here is exactly what that gets you — nothing hidden, nothing vague. Decide for yourself whether it is worth it.

PERSONALISED HYBRID TRAINING

Strength and running combined — built specifically around your schedule, your equipment and where you are starting from. Not a template downloaded from a library. Programmed for you, updated as you progress, adjusted when life changes. Unlimited amendments - your plan evolves with you throughout the coaching relationship.

THE 4X4 NUTRITION METHOD

A practical nutrition system built around your lifestyle - family meals, meals out and weekends included. Calorie and protein targets set to your goal. Four breakfasts, four lunches, four dinners, four snacks — foods you actually eat, rotating so it never becomes a chore. Flexible enough to sustain. Specific enough to get results.

THE SBK COACHING APP

Training, check-ins, progress photos, weight tracking and an exercise video library - all in one place through the Everfit platform. Available 24/7. Log your sessions, compare progress photos week by week, track your numbers over time. Everything in one place. All you need to do is show up.

WEEKLY CHECK-INS

Progress reviewed every week across the full picture - weight trend, energy, strength, training compliance, nutrition consistency. Not just the number on the scales. When something drifts it gets caught before it becomes a write-off. Adjustments made in real time, not at the next monthly call.

DIRECT WHATSAPP ACCESS TO SIMON

Not a portal. Not a ticket system. Not a chatbot. Direct access to me throughout the coaching relationship - message when training feels wrong, when the week goes sideways, when you need a plan B or just someone to tell you to keep going. Personal response, usually same day. This is what 1:1 coaching actually means.

MONTHLY AND QUARTERLY GOAL-SETTING CALLS

Monthly call to review progress and lock in the next target. Quarterly deep dive to step back, review the bigger picture and set the next goal. Once one target is smashed, we set the next one. Always moving forward, never standing still.

THE SBK COACHING COMMUNITY

Monday Momentum, Wednesday Wins, Friday Focus. A structured weekly rhythm with a group of dads in the same situation - same pressures, same goals, same commitment. Standards stay high. Wins get shared. On the hard weeks, the environment carries you through. Nobody does this alone.

EVENT GOAL BUILT IN FROM DAY ONE

A start line with your name on it - HYROX, half marathon, ultramarathon, parkrun. Something to train toward from the very first session. Training with a finish line changes everything. The body composition happens on the way there. The identity shifts permanently.

THE 12-WEEK RESULTS GUARANTEE

Show up. Complete your sessions. Follow your nutrition targets. If you do not see measurable progress within 12 weeks, I keep coaching you at no additional cost until you do. No small print. No get-out clauses. The risk is on me, not you.

Monthly rolling subscription · Cancel anytime · No lock-in

Why It Works When Everything Else Hasn't

The problem was never motivation
It was the absence of a system.

Motivation disappears. It always does. The only thing that keeps dads consistent when it does is having a structure that runs without it. That's what Forge is built on.

Built for imperfect weeks

No programme designed around perfection will ever last. Forge is designed around the reality of real life - messy, unpredictable and full of competing demands.

Progress tracked beyond the scales

Energy, strength, consistency, habits - all of it counts. When the scales stall, which they sometimes do, you still see the real picture of how far you've come.

The plan adapts as life changes

New demands, busy seasons, things that come out of nowhere - the programme flexes around you. Most plans fall apart here. Forge doesn't.

Systems outlast motivation every time

You don't rise to the level of your motivation. You fall to the level of your system. Forge clients stay consistent for months - not because they're more disciplined. Because the system holds.

Is This For You?

Who Forge is for.
And who it isn't.

Forge is for you if…

You're done with the Monday reset cycle and want something that actually sticks
You want a plan built around your life - not the perfect version of it
You want to get lean AND strong AND to a start line - all at the same time
You want accountability that catches the drift before it becomes a derailment
You're ready to commit to a system, not just another burst of motivation

Forge isn't for you if…

You're looking for a quick fix or a short-term burst
You want someone to micromanage every meal
You're not willing to show up for check-ins and do the work
You're still waiting for the right time to start

Proof It Works

People who were stuck.
People who stopped being stuck.

Every single one of them had been here before. Fed up, ready, and unsure it would work this time. It worked.

What changed for Simon

Lost over 23kg without extreme dieting or giving up the food and weekends that matter
Went from avoiding mirrors to competing at HYROX London
Built the endurance base to complete a 107km ultra and a 50-mile backyard ultra
Showed up as a more present, more capable dad - the physical rebuild drove everything else

"I'm not asking you to do anything I haven't done myself. The system works. I'm evidence of that."

Further. Together.

What Dads Are Saying

Real results.
Real dads.

"Came to Simon wanting to run a 10k and shift some weight. Full programme built entirely around my shift patterns and travel. Sub-50 minutes for the first time, 5 minutes off my park run PB and 8kg down. Couldn't have done that winging it on my own."

Matt H.

Sub-50 10k · -8kg · Park Run PB

"12kg gone in 15 weeks and I still had meals out throughout. The 4x4 nutrition system is so simple I actually stuck to it. Only downside? Had to spend a fortune on new clothes for the summer holidays."

Chris W.

-12kg · 15 Weeks · 4x4 Nutrition

"I never thought I'd be the guy doing a triathlon, but now I’m THAT guy. I’m 10kg lighter and looking unrecognisable in my trisuit. Simon eased every concern … especially around the open water. His pacing plan was spot on."

James R.

First Sprint Tri · -10kg · Open Water

"I wanted to run my first half marathon but also wanted to build some muscle. I didn't think that both were possible at the same time. Simon proved me wrong. I got faster, have run further than ever and am hitting the gym consistently around my 3 (demanding) kids!"

Dan T.

First Half Marathon · Strength · 3 Kids

The Investment

Transparent.
No surprises.

No lock-in. No minimum commitment. Cancel anytime. The only reason to stay is because it's working - and it will be.

⭐ Forge 1:1 Coaching

1:1 VIP Coaching

£147

per month

Cancel anytime · No lock-in · No setup fees

One PT session a week = ~£180/month. That's one hour with someone who doesn't know what you're doing the other six days. SBK Coaching is £33 less - for a fully personalised system, direct WhatsApp access to Simon whenever you need it, weekly check-ins that keep you on track, and a results guarantee.

Start Now — £147/mo

Onboarding starts within 24 hours · Cancel anytime

12-Week Results Guarantee

Show up, do the work, submit your check-ins. If you don't see measurable progress in 12 weeks, I keep coaching you for free until you do. The risk is on me. Not you.

Not sure yet? Book a free call first →

What's included

Personalised training + nutrition plan - strength and running combined
Full assessment week before anything is built
4x4 nutrition method - simple, sustainable, no obsession
Monday Momentum - intentions set and shared every week
Weekly check-ins - not Monday resets
Friday Focus - weekend plan locked in with community accountability
Monthly 1:1 strategy call + day 7 kick-off call
Direct WhatsApp access to Simon
Event goal built in from day one
Delivered through our premium SBK Coaching app
12-week results guarantee

The Guarantee

The risk is on me. Not you.

Show up, do the work, submit your check-ins. If you don't see measurable progress in 12 weeks, I keep coaching you for free until you do. No clauses. No small print. The risk is mine.

My Story

The coach who rebuilt himself
in the margins of dad life.

I spent years being the fit one. Military service, Ironman Wales twice, always moving. Then fatherhood arrived alongside a demanding job - and I found myself at 97kg, avoiding mirrors, telling myself next week would be different.

I rebuilt - but only when I stopped trying to fit someone else's programme into my life. Everything I coach I've done myself. Every early morning, every hard week, every finish line. All as a working dad of two.

Ex-military - the discipline is real, not a concept
Dad of two daughters - I live this every single day
Every system I teach I tested on myself first
I don't sell transformation. I live it.

Veteran Dad of Two 107km Ultra HYROX London Ironman Wales x2 1:42 Half PB 23kg Lost

FAQ

The honest
answers.

"I don't have enough time."

You don't need more time. You need a plan that works inside the time you already have. 45–60 minutes, three to four times a week. Built around school runs, late finishes and everything in between.

"I've tried programmes before and nothing has stuck."

Every programme you've tried was built for someone else. No assessment, no context, nothing that adjusted when life changed. What you get here is built entirely around you from day one - and it adapts when life does.

"I think I can sort this myself."

You might be right. But if you haven't yet, it's worth asking why. Having a coach who catches problems before they become excuses — and checks in when the week is actually happening - changes things.

"Is £147 a month actually worth it?"

What's staying stuck costing you? The clothes that don't fit. The event that keeps getting pushed back. One PT session a week costs roughly £180/month. This is £33 less - with a fully personalised system, direct access to your coach and a 12-week results guarantee.

"I'll start when things calm down."

Things don't calm down. Kids get older, work gets busier, life fills the space. The dads who get the best results aren't the ones who waited for the right moment. They're the ones who stopped waiting.

"What if I'm not fit enough yet?"

That's exactly the right time to start. You don't arrive in shape — you get there. Whether you're starting from a parkrun or returning after years away, the system is built around where you are right now.

"What's the cancellation policy?"

Cancel anytime — no lock-in, no questions asked. The 12-week guarantee means if you show up, do the work and don't see measurable progress, I keep coaching you for free until you do. The risk is on me, not you.

"Do I need a gym or special equipment?"

A pair of dumbbells and the desire to make a change. That's your starting point. Gym, home, hotel room — the plan works wherever you are.

What Are You Waiting For?

You've started over before
and told yourself this time
would be different.
You're telling yourself
that again right now —
and you're still reading.
Trust that.

That feeling is real. Don't waste it on another plan that's going to let you down. This one is different because it starts with the thing every plan you've tried has skipped - a system built for your life, not someone else's.

"Go fast, go alone. Go far, go together." — Further. Together.

Start Now — £147/mo →

12-week results guarantee · Cancel anytime · No lock-in
Still got questions? Book a free 30-min call →

You're NotUndisciplined. Every Plan You'veEver Tried Was BuiltFor Someone Else's Life.

The coaching that replacesthe restart cycle for good.

Gone the momentthe system holds.

A rhythm that replaceswillpower with structure.

Everything insideForge. Laid out plainly.

The problem was never motivationIt was the absence of a system.

Who Forge is for.And who it isn't.

Ready to stop guessing?

People who were stuck.People who stopped being stuck.

Real results.Real dads.

Transparent.No surprises.

The coach who rebuilt himselfin the margins of dad life.

The honestanswers.

You've started over beforeand told yourself this timewould be different.You're telling yourselfthat again right now —and you're still reading.Trust that.